SECTION 1 Answer ALL questions in this section. Nestl is the largest food and drink company in the world. Its brands include many household names such as KitKat, Smarties, Friskies, Perrier, and of course, Nescafe. Nestl looks for changes in the market and then brings out the products that people want. First, it finds what people want, or are likely to want. Then, it provides these products. To find out what people want, Nestl uses market research. This research is used by other parts of the business, such as people making new products, to help them develop ideas. Nestl's market researchers do not work in isolation. They liaise closely with the company's product developers, food scientists and technologists. In this way, the company can design products to meet market needs. Nestl Nestl is keen to make products that lead to what it calls 'Wellness'. This is a state of good health and fitness. It has developed a set of ways to meet this target. This is called a strategy. To make sure that products fit, it uses an approach called EVR, which stands for: Environment. This means that products must fit what the market environment wants - at the moment, this is healthy foods. Values. Nestl insists that its products have real benefits for buyers. Resources. Nestle needs to make sure that it has all the people and science it needs to make the products. It is also making its products better by making sure they contain less salt, sugar and fats. Nestl has changed over 700 products in the last five years to make them better 'Wellness 'products. The company also helps to teach customers about its products through its youth support trust, website and pack labels. Consumer interest in the nutritional quality and health impact of foods has probably never been greater and for good reason. Governments have been busy 'spreading the message' that healthy foods and a balanced diet are vital for good physical and mental health and a general feeling of Wellness. Source: The Times 100 www.tt100.biz Answer the following questions which are related to the case: 1) What marketing management orientation would you say is held by Nestle hold? Justify your answer with reference to the case and using marketing terms. [10 Marks] 2) Which strong points in its marketing environment (micro/macro) supports Nestl's success? [10 Marks] 3) What are some ways in which the company can educate consumers about healthy lifestyles and proper nutrition? [10 Marks1